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BASIC FEATURES OF ADVERTISING LANGUAGE
MAMIROVA DILNOZA SHIRINBOYEVNA
Doctoral student of Samarkand State Institute of Foreign Languages
ABSTRACT:
Advertising language is simply a
combination of extra linguistic and
linguistic means of expression governed by
the laws of mass communication and
general literary rules, and a special
language structure that enables the
addressee to perceive specific information
taking into account the cultural, sociological
and psycholinguistic features of the
language. The main communicative purpose
of the advertising text is to encourage the
consumer to choose the products and
services to be advertised.
We know that the lifestyles of
members of society change and improve
over the years, and these changes are
reflected in their languages. In this article,
we have tried to shed some light on the
extent to which sociality is reflected,
especially in the language of advertising.
KEYWORDS: sociolinguistics, advertising
language, social, information, oral,
consumer, vernacular, emotionality.
INTRODUCTION:
Advertising language is a special
phenomenon and a special field of study of
public relations in the field of modern science.
It is being studied by experts in various fields:
linguists, psychologists, economists and others.
Of course, all of these researchers have
different goals in their work. Linguists analyze
the language of advertising in groups
(phonetic, lexical, syntactic, morphological,
stylistic), psychologists consider methods of
language management and their impact on
consumers. But there is another aspect of
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language that examines the text of an
advertisement from a social point of view,
linking it to the way of life, so that linguists
cover all the sections into groups. This, of
course, is the field of sociolinguistics.
The term sociolinguistics is defined by
our linguists as follows: Sociolinguistics
examines the problem of language and society,
the question of the specific occurrence of
language in the speech of a person of different
classes, categories, ages, professions and
genders. Latin is a branch of linguistics that
combines the words society and linguistics, and
•–—†‹‡• –Š‡ ‹••—‡• ‘ˆ Žƒ•‰—ƒ‰‡ï• ‹•’ƒ…– ‘•
•‘…‹‡–› ƒ•† •‘…‹‡–›ï• Žƒ•‰—ƒ‰‡ä Š‡ –‡”•
sociolinguistics was first used in linguistics in
1952 by the American researcher H. Curry.
Pure linguistics examines only the language
itself. Sociolinguistics focuses on the fact that
members of society use it differently in
different contexts and environments [1, 176].
The language of advertising is also
developing in harmony with the issues of social
life in the reflection of public life. For this
reason, the language of advertising plays an
important role in the study and analysis of
social language knowledge. It is important to
note that the language of advertising is a source
that reflects the lexical means available in the
national language, shows the scale of the social
meaning of the language, and determines the
ways of its development. Therefore, it is
expedient to study the role of the language of
advertising in the development of life and
society, as well as its features related to the
style of the social environment. Undoubtedly,
the clarity and comprehensibility of the
elements of simple, fluent, coherent language,
which exist within the language of advertising,
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testify to the importance of its place in social
relations. This is also the importance of
researching the language of advertising.
However, the language of advertising is the
language that creates the relationship between
social lives. Historically, advertisements have
appealed to consumers in the past, verbally,
with units such as "stay warm, eat, those who
receive are in need, those who do not receive
are in wish." In this regard, the language of
advertising should be recognized as an
example of the art of speech. This is because in
order to sell a product, it is necessary to come
up with unusual sentences that can attract the
consumer's attention, and to ensure that the
product comes to mind when you hear that
sentence. It seems that the language of
advertising is a language rich in the means of
expression of the vernacular, with an
important appearance that reveals the laws of
figurative use of language. For example, in the
’Š”ƒ•‡ ò ƒ•–‡ ‘ˆ ‹ˆ‡ó (from a Coco cola
advertisement), social meaning is understood
through the use of words of taste that conform
to the vital and universal laws inherent in
literary language. This is because the concept
of empowerment, expressed through the word
life, is further enhanced by the use of the word
taste, which emphasizes the aesthetic and
educational significance of thought and the role
of language in the development of society. At
the same time, the social symbols inherent in
the language of advertising served to reveal the
clarity and clarity of thought, as well as its
aspects related to the content of life and
society. Consequently, the language of
advertising is a form of the vernacular in which
the word, whether used in its own sense or in a
figurative sense, feels its influence in social
relations. That is why the language of
advertising has a special meaning. The
important thing is that the concept of the
language of advertising is the same in all
nations, but the customs, lifestyle, social
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characteristics of each nation are different,
which means that each language has some
important distinguishing features. shows. In
this sense, it should not be forgotten that the
language of advertising is one of the unique
forms of language, based on the past traditions
of the language of the people. It has important
features that should be mentioned. All of this is
important in advertising. Among them,
knowing and remembering thoughts has a
great impact.
The amount and volume of information
conveyed has a profound effect on the way
information is received and processed.
Excessive information in advertising, on the
contrary, their inadequacy has a significant
impact on the purchase of the product. It
follows that the activation of cognitive need
remains a strong psychological factor in
advertising [2, 48]. The ad will ask you
questions about creating a finished image and
encourage you to think. The answer is that the
consumer's attitude to advertising depends on
how perfectly, completely, and most
importantly, reasonably the advertised product
is brought to his attention. Psychological
research shows that about 80% of consumers
who receive advertising information are
dissatisfied with the lack of advertising
information. The emotional content of
advertising influences the emotional
relationship to the object of advertising
information. How does the subject react to
advertising information? For example, they are
in the following forms: positive, negative,
neutral and contradictory [3. 80].
Advertising text is the main, and often
the only, expression of the content, which
reveals the purpose of the advertising message.
If the images represent the most important
aspects of the advertisement, activate the
emotional response of the consumer, and the
verbal part of the message helps to expand the
intellectual activity and direct the advertiser's
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well-defined proposals. Spoken text reflects the
whole content of the content, which is
converted into an advertising message by the
author.
Verbal texts consist of the following
components:
1. Slogan
2. Title
3. The main advertising text
4. Echo expression
1. "Slogan" (slaugh-gharim) is derived from the
Celtic language and means "battle call". This
short, clear and easy-to-pronounce phrase is
the main logical element of an image name or
brand, expressing the essence and philosophy
of the firm, its whole policy in various fields.
The average size of the slogan is 4-5 words, and
the maximum size, as a rule, does not exceed 7
words.
The slogan should be as follows:
short
•‡•‘”ƒ„Ž‡
„‡ ƒ trademark name
„‡ ˆ—ŽŽ› –”ƒ••Žƒ–‡† ‹•–‘ ‘–Š‡” Žƒ•‰—ƒ‰‡•
2. Title is one of the most important aspects of
the verbal part of advertising. The title usually
has a strong advertising motive and updates
the advertising argument. As a rule, about 80%
of those who read the headline are not
interested in the main text of the
advertisement and do not read it. Therefore,
the most important task of the advertising title
is to attract the attention of potential
consumers and arouse their interest in reading
the text of the advertisement. To do this, the
title should have the following character:
‘•…‹•‡•‡•• ƒ•† ƒ– –Š‡ •ƒ•‡ –‹•‡
meaningfulness
‡••‹–‹˜‹–›á „”‹‰Š–•‡••
Rationality, awareness
The size of the title is much larger than the
slogan.
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Main ad text (MAT) strengthens the
justification.
With its help, the volume of the title and the
expediency of its adoption are demonstrated.
The problem of justification is the main
problem, which can be developed in the
following ways:
x depending on his emotions
x depending on the needs and specifics
x depending on the bid [4.18]
An echo phrase is the last group in the
classification we are considering, and it
consists of a word, syntagm, or sentence that
completes the main ad text, repeating the main
motive and rationale. The echo phrase is one of
the most important elements because it is often
read by customers along with the title.
Echo-phrase has two functions:
x a) repeats the main idea of the text
x b) gives the text a complete look.
It should be noted that most exo-
phrases are consistent with the slogan.
People respond to any advertisement
with their emotions [5, 120]. We express our
attitude directly to the environmental
phenomena, things and objects around us
under certain conditions. In this case, the
human body falls into different states. Variety
of situations occurs when things and events
have a direct effect on a person. Love, affection,
joy, happiness, amazement, sorrow, pain, fear,
anger, hatred, envy, guilt, sin, and many other
inner feelings are the main causes of a person's
falling into different situations. . These
processes certainly cannot take place without
the use of language. Bright impressions have a
strong effect on emotional memory. In humans,
emotional memory is important in addition to
visual memory. In emotional memory, the
principle of willingness or unwillingness is the
guiding principle. Through the language of
advertising, we create emotional images
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without realizing it, no matter how much it is
created. This situation directly determines the
viability of the language, as it is used in oral
and written speech, dialects, vernacular,
national language in the expression of social
relations in everyday life. These are the basis
for the emergence of the state of language.
Sociolinguistics is the study of the external-
functional aspect of language and internal-
grammatical structure. The relationship
between the outside and the inside of a
language is called the state of language.
Speaking of advertising slogans, it can
be said that it is the main element of
advertising, like a telegram. Members of the
society decide whether or not to read the
continuation of the advertising text under the
slogan [6, 31].
According to R. Reeves, a specialist in
advertising, the consumer remembers only one
clear proof or one clear idea from the text of
the advertisement [7, 27].
Reeves himself created one of the most
important features of the advertised chocolate
in the creation of the advertising slogan for "M
& M's" chocolate: "It melts in the mouth, not in
the hands" ("Tayut vortu, a ne v rukax"). He
chose jam as a basis for his motto, so that it
does not melt by hand.
ò • ‰‡•‡”ƒŽá –Š‡ •Ž‘‰ƒ• ‹• ƒ •Š‘”–-sighted
means of expression. Slogans are used in all
types of advertising. The basis of the slogan is
that it consists of words that have a lasting
effect on the human psyche. For example: new,
free, effective, natural, cheap ...
Advertising slogans usually promise
happiness, a prosperous life, the realization of
dreams. The motto as the basis of the
advertising idea includes:
ENCOURAGEMENT:
Taste, and feel! Buy cheers, find pieces
of phase inside, collect the phase and exchange
it for great gifts. Buy green tea and win a gold
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ring. Enjoy Lipton ayc tee tea. Allergies will
help you Loratal. Join the Premier Taxi!
Discount season has started! Manage
communication independently! Subscribe to
"Darakchi" and win! Take part in 6 out of 36
games of the People's Bank's "Eastern Lotto"
lottery and win the jackpot in the 134th draw.
Take a step, get a gigabyte, take a step from us,
take a step with us, get a gigabyte.
High evaluation of the advertised trade
enterprise: "Aziza Ziyo" dream come true
(about the training center). Everything is here
(about the supermarket). The only medical
information service "Infomed".
According to their structure, advertising
slogans can be divided into three groups:
1. Linked slogan. Bog`langan shiorda tovar
nomi ishtirok etadi: Har doim Coca-Cola.
2. Adapted slogan. Unda shior tovar nomi
bilan ritmik va fonetik uyg`unlikda bo`ladi:
Alyumag -oshqozonga ko`mak; Ermak - bu
foydali, mazali va toza demak; Muza bilan siz,
betakror pazandasiz.
3. Free slogan. In the free slogan, the brand is
used separately: Nescafe. All for good. Nestle.
The era of pure life has come! Transparent.
First spring water! Coca Cola. The pleasure of
life. Mir Hayat. The breath of new life.
Slogans represent the main idea of advertising.
The following concepts and meanings are
understood in them:
1. Forward! - Attracting attention by
encouraging the product.
2. Discount season has started! - call.
3. Buy it! Drink and enjoy! - SIBUR!.
Positive emotionally charged words give
the idea of enjoying the advertised product. For
example, in a lottery ad clip, an older woman
and a man are sitting. The man gives the
woman a lottery ticket and the slogan "Love
does not choose age" appears on the TV screen.
Sometimes the idea of slogans, the content of
which is not related to the characteristics of the
product. The slogan is usually expressed by
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comparison. Decide for yourself, believe in
your thirst! "Sprite!"
The following tools are effectively used
in the creation of advertising slogans:
Metaphor:
When a thing, a sign, the name of an
action is transferred to another on the basis of
mutual similarity, it is called a metaphorical
transfer. Metaphor is one of the factors that
actively contributes to the formation of new
meanings of words. There are many slogans
created using metaphors. For example,
PANTERRA STUDIO - Stars of Uzbekistan will
be your guests! Ecler is the right path to beauty.
Latsidoforte cares about your family's health.
There is a classification of metaphors on what
characteristics, what to move:
From a living thing to another living thing
From living things - to inanimate objects
From inanimate objects - to other inanimate
objects
From subjects - to activity
From activity to subjects
From activity to other activity, etc.
For example, advertising of
multifunctional Panasonic KX-MB263RV: "He is
an excellent assistant in the office and at home.
Takes over all paperwork and completes the
work started. You won't even notice that you
thanked him for the first time. And he will help
›‘—á Š‡ ™‹ŽŽ Š‡Ž’ ›‘—ä ó Here we come across
the metaphorical name of the technical device -
the qualities of living things are transferred to
inanimate objects.
Antithesis - is to link or compare
opposing ideas in order to achieve the clarity of
images or a stronger expression of feelings and
ideas. In this stylistic method, the goal is
achieved at the expense of diversity, the tones
are real, and the significance is more
understandable, because the object being
explained is added to its reverse. For example,
advertisements for alcohol products.
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Ellipsis is to influence the customer with the
least amount of information in the
advertisement with the addition of
compression means as an adjunct to the
nominative sentence. Compression may also
include omissions of service-related,
semantically incomplete words. For example,
"In fairy-tale conditions - to real opportunities"
(advertising service of VTV 24 Bank); "Today
and always the youth of your skin" (cosmetic
advertising); "Every product is a strange
solution" (advertisement of home appliance
manufacturers). In these examples, only the
quality of the product is clearly indicated, and
other words are omitted.
Inversion expressive updating
achieved by replacing words and sentences.
For example, "Everywhere - the warmth and
comfort of home" (advertising of tea
producers); "Mezim - better for the stomach
with it", "Depend cosmetics - nails are always
beautiful".
Thus, as we are convinced, the study of
different linguistic means, their
interrelationships in order to create a special
pragmatics of the text, shows that semantic
analysis alone is not enough to
comprehensively and uniformly understand
the linguistic features of language. Therefore, in
order to reach a higher level in the study of
language features, it is necessary to use the
methods and tools of pragmatic analysis.
Lexical repetition. Repetition of words or
phrases gives emotion to the speech. For
example: Coca-Cola! Rejoice, enjoy life!
Epiphora. An epiphora is a speech figure
consisting of a repetition of the same element
at the end of parallel-formed speech passages
(verses). Not simple - …Ž‡ƒ•á •’‘–Ž‡•• ”‹‡Žï•
laundry detergent). Tariff plan "First soum".
This is the first tariff plan in the national
currency.
Anaphora is a methodical application
consisting of the repetition of the same word at
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VOLUME 6, ISSUE 10, Oct. -2020
the beginning of parallel parts of speech 7) Medvedeva E.V. Advertising propaganda, or
(verses) [8, 134]. Your number is your business òŠ‘™ •—…Š ‹• ‘’‹—• ˆ‘” –Š‡ ’‡‘’Ž‡ó
card. Unforgettable taste on unforgettable days. ‡•–•‹• ä ‡”äs{äRsä trruä-P. 120.
«To`xtaniyoz Ota» is the best. Stake is new life - 8) Xojiev A. Annotated Dictionary of Linguistic
new taste. Credit Standart Bank is new Terms. - Tashkent, 2002. 158 p.
standards - new opportunities.
It should be noted that the creation of
advertising slogans is a complex and logical
process. The successful, influential slogans
created in this process are not just a collection
of beautiful words, but the result of effective
work, the demands of the times, one of the
unique linguistic expressions of a market
economy.
The structure of the advertising text
differs from other texts in terms of the level
and scope of use of linguistic units. It is
advisable to form the advertising text based on
the nature of the language. Exact translation of
advertising texts in another language does not
always give the desired effect. Therefore, it is
necessary to form an advertising text in our
language by choosing units that differ in their
lexical and semantic features.

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